WELCOME TO MIAMI
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Transcript of WELCOME TO MIAMI
The Flamingo Forum: The Florida Lottery’s New Tool for Staying in Touch with Players and Retailers
WELCOMETO
MIAMI
Dennis Harmon, Deputy Secretary, Florida Lottery
Overview 2
Why the Florida Lottery established a research panel?
How the panel was put in place?
The first panel surveys?
How we are using the results?
Future directions?
Why Establish a Research Panel? 3
Timeliness—The need for a quick reading of player and retailer views
Game and promotion ideas
Insight into disappointing (or surprisingly good) game/promotion performance
Advertising concepts
Changes in lottery operations, procedures, equipment
Evaluation of lottery services, e.g., website, field staff
Why Establish a Research Panel? 4
Sound Basis for Decisions
Rigorous Methods
Sampling
Survey Construction
Results Reporting
Setting up the Research Panel 5
Ongoing Research, Communication and Panel Management
Initial Welcome Survey
Define PanelPopulation
Develop Profiling
Questionnaire
Recruit Panelists
Build Database & Online Portal
Setting up the Research Panel
LANDING PAGE ON WWW.FLALOTTERY.COM
WEBSITE BANNER(for players)
RETAILER PAMPHLET(for retailers)
STAGING SURVEY(hosted on Ipsos software)
PANEL WWW.FLAMINGOFORUM.COM
IPSOS RECRUITMENT(for players)
Panel Recruitment Process
Setting up the Research Panel 7
8Setting up the Research Panel
Setting up the Research Panel 9
Setting up the Research Panel 1
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Thank you for your interest in joining the [FLAMINGO FORUM], managed by Ipsos. As a [FLAMINGO FORUM] member, you will have the opportunity to express your opinions on a wide range of topics of interest. You will be contacted by email about once a month and be asked to provide your opinions and insights on a variety of topics. ________■ S1.Are you presently employed by any of the following?
Please choose all that apply. ■ An advertising agency■ A market research firm■ A radio station■ A newspaper or magazine■ A television station■ Any type of retail business that sells Florida Lottery games
Looking at Results
A1. FL Raffle Offer: Are you aware that the Florida Lottery occasionally offers a raffle style game in which a limited number of tickets are sold within a limited amount of time? (Select one)(Respondents could only choose a single response)
First Survey Results—Raffle Games
A3. Reason not to Purchase: You indicated in the previous question that you have never bought a raffle ticket, why not? (Select all that apply)(Respondents were allowed to choose multiple responses)
First Survey Results—Raffle Games
A4. Impact of Raffle Purchase: When you buy raffle games, how do you think that affects your purchase of other lottery games? (Select one)(Respondents could only choose a single response)
First Survey Results—Raffle Games
Likelihood to Purchase - Millionaire Raffle: Please indicate how likely you would be to purchase this game in the future? (Select one)(Respondents could only choose a single response)
First Survey Results—Raffle Games
6: Thinking about other types of merchandise prizes, which of the following options would you find more appealing? (Respondents were allowed to choose multiple responses)
First Survey Results—Raffle Games
Raffle Concept Ranking: Now we would like your opinion on all three Raffle options you just saw. Thinking about which Raffle …please rank them from 1st to 3rd with “1st” being the option you most preferRespondents were asked to rank their choice(s).
First Survey Results—Raffle Games
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Second Survey Results—Powerball Ad Concepts
Made you want to play : The ad made you want to play the game
Second Survey Results—Powerball Ad Concepts
Improved your familiarity: The ad improved your familiarity and understanding of what this game is all about
Second Survey Results—Powerball Ad Concepts
Told me something new: The ad told me something new about the game
Second Survey Results—Powerball Ad Concepts
9: Now we would like you to give us your overall opinion of the commercials by ranking them from 1st to 3rd with “1st” being the commercial you liked the best and “3rd” being the commercial you liked the least. Please drag and drop the images in the order you prefer.
Second Survey Results—Powerball Ad Concepts
Likelihood of Purchase: Thinking about the game of Powerball, which statement best describes how you feel about it?(Respondents could only choose a single response)
Second Survey Results—Powerball Ad Concepts
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Using the Results
Raffle Game Study—Evaluation of game options for next year
Ad Concept Study—Further developing the “Parade” concept and making it available to other states
(Also, sharing the positive overall response to the Powerball changes)
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Future Directions
Retailer perspectives on ideas for improving our processes, services and product lines
Scratch-off games: Player spending habits, distinguishing features of games, prize payout percentages
Ideas for shaping the revamping of our website
Player expectations regarding the Lottery’s use of social media
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Lottery Expo 2011
Thank You
Dennis HarmonFlorida Lottery